a marketing strategy behind a georgian football club

National League clubs have only just begun preparations for the upcoming season. FC Gagra, however, appears to be gearing up not only on the pitch but also in the marketing arena. The club kicked off 2026 with a full-scale rebranding, unveiling a new logo and one of the most distinctive third kits in the history of the Georgian National League.

 

The jersey was designed by the newly established design studio Moedani Creative and, as stated on the club’s social media channels, draws inspiration from Gagra’s centuries-old history as an ancient maritime city. Football kits have long evolved into powerful storytelling tools, and this is yet another example of how design can carry cultural and emotional meaning.

 

 

We can recall similar storytelling-driven approaches in Georgian football—such as the Niko Pirosmani characters featured on Torpedo Kutaisi’s kits or Dinamo Tbilisi’s centenary retro jersey. The architectural motifs, historical monuments, and Black Sea elements integrated into Gagra’s new kit transform it from a visually striking product into a strong marketing statement.

 

Traditionally, a club’s home and away kits follow a more classical design language, while the third kit offers designers greater creative freedom. Gagra’s new jersey is a clear reflection of this philosophy.

 

Alongside the kit, the club introduced a new logo, with a dolphin as its central symbol—an obvious yet meaningful reference to Gagra’s deep connection with the Black Sea. It’s safe to assume that the dolphin will increasingly appear across the club’s future marketing campaigns.

 

“The stadium has its rhythm.
The sea has its soul.
Now, both unite as one family—Gagra.
Fast. Intelligent. Strong in unity. Guess who?”

 

This is how FC Gagra introduced the dolphin as its new symbol to Georgian fans.

 

the club’s marketing perspective

We had the opportunity to speak with members of Gagra’s marketing team, Monika Abramidze and Tamar Mamaladze — the key creative forces behind the project—and gain insight into the rebranding from their perspective.

One of the club’s most clearly defined missions is preventing the name of Gagra from fading into oblivion—a goal that resonates emotionally with every Georgian. In this context, the club’s new slogan is especially powerful: “This is where Georgia begins.”

Although the team can no longer compete in Georgia’s westernmost region, it has successfully preserved the visual and symbolic identity of Abkhazia and Gagra—not only in marketing communications but also on the sporting front. Over its 21-year history, Gagra has qualified for European competitions twice, both times under the name “Gagra – Georgia.” The club’s founding idea remains unchanged: returning to Gagra and playing football there.

A new sponsorship agreement has been signed with abaula, an online ticketing platform. Tickets for Gagra’s home matches in upcoming seasons will be sold exclusively through this platform. According to the club, several segment-specific marketing campaigns are already in development to attract fans.

One of the announced initiatives—a fashion-driven marketing move—targets Gen Z, as jerseys designed in this style are particularly popular among younger audiences today.

At the same time, the club is working on projects aimed at older generations. As for children, we received exclusive information: FC Gagra’s new mascot, Gagrinio, is a giraffe and a friend of Jose the Giraffe. An animated series focused on football—with strong references to Gagra and Abkhazia—is expected in the near future.

Children play a crucial role in the club’s long-term vision. Gagra operates a football school where displaced children are given the opportunity to train and develop as players. In return, these children express their love for the club through passionate support at matches.

The club also confirmed that negotiations are underway regarding both a fan shop and an official fan club. At this stage, Gagra may be one of the few Georgian clubs working so systematically and multidimensionally in marketing. However, there is a structural issue that cannot be ignored: sponsorship.

Despite the rebranding efforts, the club reports a lack of genuine sponsorship initiatives from potential partners. This is a challenge not only for Gagra but for Georgian football as a whole. Still, there is hope that consistent, well-executed marketing campaigns will gradually help address this issue.

From a sporting perspective, the club’s goal is clear: returning to international competitions—a goal where marketing, alongside football development, must play a significant role.

 

how branding strengthens the fan connection

Branding allows football clubs to express themselves beyond match results—by creating a recognizable identity through logos, kits, and storytelling. This, in turn, builds an emotional bond between the club and its supporters.

 

 

It is essential for fans to feel like they are part of the club. However, a new kit or symbolic design alone is not enough. What truly matters is consistent, thoughtful communication and a clear strategic approach to fan engagement.

To put it mildly, harmonious relationships between clubs and fans have been lacking in Georgia for years. Implementing smart marketing strategies is one of the most critical factors in improving this dynamic.

 

business model and commercial potential

Beyond emotional engagement, rebranding also serves as a commercial lever. In modern football, jerseys are no longer just “sports equipment”—they have become lifestyle products, worn well beyond the stadium.

In Georgia, merchandising culture and fan shops are still in their early stages. Recently, National League newcomer Meshakhte opened a fan shop in Tkibuli—a positive development for both the club and the city. Unfortunately, there are only a handful of similar examples across the country. Gagra’s third kit, however, could serve as the catalyst for launching a new Georgian fan shop.

If the club releases this jersey for sale, it will appeal not only to Gagra supporters but also to jersey collectors and design enthusiasts. This represents a direct path toward financial independence—a critical goal in the Georgian football context.

 

entering the international market:

The Venezia FC Case

The football world has already seen the example of Venezia FC—a club that, despite modest sporting success, became globally recognizable through strong marketing strategy and a distinctive visual identity.

Their fashion-oriented campaigns proved so successful that today, Venezia jerseys are more commonly spotted on the streets of New York and London than in Italian stadiums.

Gagra’s new kit has already generated attention on international platforms, and it’s not unrealistic to imagine that this momentum could help the club develop a marketing product attractive not only to local fans but to a global audience.

 

final thought

Gagra’s rebranding is a clear example of why National League clubs should not wait for on-field success to pursue their off-field ambitions. This campaign demonstrates that marketing can lead—not follow—sporting results.

We hope Gagra’s approach will inspire other Georgian clubs. One thing is already evident: Georgian teams are increasingly recognizing the power and influence of marketing within the sports industry.